Team: JIURUI HOUSEWARES Date: 2019-06-21
We do believe that every businessman expects his own products in hot sale in market. Before a product becomes a best seller, many jobs need to be done. To work out a best solution, we need to know business is to discover demands, develop products, create deals and meet demands. Hence, it comes the 1st step --- to find the demands and evaluate the product opportunities.
How to find the demands for stainless steel bottles? Ask end consumers as much as possible. Do they prefer stainless steel tumbler more or prefer stainless steel sport bottle more? It is critically important to do a complete market research to find the end users’ demands at beginning. However, before doing market research, we need to evaluate the product opportunities. Ask yourself following questions:
1. What problem does the product solve? (product value)
2. Solve this problem for whom? (target audience)
3. What is the market size of the product? (market size)
4. How to judge the success of a product? (revenue indicator)
5. What similar products are available now? (competitive environment)
6. Why are we suitable to make this product? (competitive advantage)
7. Is it the right time? (market timing)
8. How to promote the product to market? (marketing strategy)
9. What are the necessary conditions for success? (solution)
At this stage, you will have a rough idea on designing of stainless steel bottle. According to the answers of above questions, we will reject the bad ideas and avoid resources waste. Then to identify good ideas, integrate resources, and organize product development.
1. Visit users
Find the answers directly from the end users and go to make on-the-spot investigation. Learn more about which kind of stainless steel bottle design the end users will like. Try to find out which one they prefer best, double wall insulated tumbler, vacuum insulated mug, insulated sport bottle, or just single wall stainless steel bottle.Though this approach is costly, time and effort consuming, we can get some important information which is not available from other channels.
2. Product usability test
After having the prototype stainless steel bottle, let users use it as earlier as possible and use it repeatedly, observe the user's use of the bottle, learn about their real thoughts, and collect feedback.
3. Analysis of similar products
Every product has its own unique advantage, so it is necessary to study competitors' products. Find out the advantages and disadvantages of competitors' products, and learn from their successful experience.
Through market research, we can get the answers for the following key questions:
1. Who are the target users?
2. How do users use the product?
3. Can users understand the product clearly? If not, what are the obstacles?
4. Why do users choose our product?
6. How do users want to improve the product? What functions need to be added?
After identifying the good ideas through opportunity evaluation, and obtaining users’ demands through market research, the next step is to define a product prototype.
According to the collected users’ requirements, think about the direction of stainless steel bottle development in an overall perspective, study how to apply various technologies to achieve it, and finally transform the relatively abstract content into a specific bottle prototype.
Here note that the prototype, which can be either a document or a basic model, does not require a finished product. As long as the appearance design and function setting of the product can be clearly displayed, it can be used for the next prototype review.
It is necessary to review the stainless steel bottle prototype and do it over and over again.
First, determine the members of the review panel, including but not limited to: general manager, product development manager, product research and development manager, product research and development personnel, marketing personnel, sales personnel, production supervisor, QA/QC.
Then, determine the objectives of the review: is the direction of the bottle prototype reasonable? Is it complete in function? Does the performance meet the requirements of users? Is there any redundant design? Is it possible for mass production? Is it operative for after sale service?
Finally, review the bottle prototype one by one according to the performance and function, review the prototype from different perspectives based on their own experience, find and remove defects from the beginning, improve product quality and reduce subsequent costs.
After reviewing and modifying the prototype, you can start working on the MVP.
MVP --- Minimum Viable Product
What it means: design the product at the lowest cost, and test it on the market as quickly as possible.
Here are a few things to watch out for when doing MVP:
1. Don't forget why you started
Review: where is your target market? Who will pay you? Why are they buying from you? In what case do they need this stainless steel bottle? How do they buy the bottles? What's it different from the same type of bottles?
2. Minimum & feasible
The product has to be minimal, and don't forget to be workable.
Product design should focus on:
- the product function is the most basic, the most important, and non-abridgable
- the product is done at the lowest cost
- product can meet customers’ needs and is accepted by the market
- the product is profitable
3. User feedback
The goal of MVP is to get to market quickly, get as much feedback from users as possible, and then continue to optimize the product.
So the next step is to look at how to validate the product and get users’ feedback.
The main goal of this step is to prove the value, usability and feasibility of the stainless steel bottle through real user trials.
Three key points:
1. Testers: real users
Because the product will eventually launch to the market, the person testing the MVP must be a real user. There are several ways to capture real users:
(1) select some seed users from the customer list to try out the product.
(2) invite your friends to participate in the product trial.
(3) find testers in the use scenarios of product.
(4) pay testers to test product.
We need to find as many testers as possible through all kinds of channels, so as to simulate the real situation of the product launch as possible.
2. Test contents: feasibility, usability and value
(1) feasibility test
- can various functions of the product be successfully developed under the current technical conditions?
- let developers find difficult problems in product design. Early detection is much better than late detection and can save a lot of time and resources.
(2) usability test
- do different types of users know how to use the product?
- discover product requirements that were previously ignored.
(3) value test
- does the product work? Is it able to meet customers’ needs?
- are customers willing to buy products?
- do customers like the design of the product?
- feasibility test is mainly to see if the bottle prototype can be built through the existing technical conditions.
- usability testing is mainly about observing how users manage to do. What is necessary? Can it be done smoothly?
- value testing is mainly to see if users like the functions of the bottle. Are users satisfied with how the functionality is implemented?
3. Test process
(1) before the product test, do not talk too much with the testers, and do not interfere with their first impression of the product. Just do a simple product introduction, then start the test.
(2) tell testers that it is a prototype, not a formal product; Speak out truest opinion, and do not hold it back for fear or embarrassment; Don't worry about test failure, that's the biggest help to improve the product.
(3) keep the testers in a calm mood and don't be too picky during the test. The focus of the test is on whether the testers can easily use the product and whether they like the functions of the product.
(4) do not give hints to testers during the test, and let them complete the use of the product by themselves.
(5) observe the actions and language tone of the testers to find out whether they like the product or not.
There are usually three kinds of test results:
- the tester successfully completed the use of the product without prompting.
- the tester ran into trouble, tried again and again time, and finally finished using the product.
- after abandoning the product, the tester preferred to use other similar products.
The purpose of product verification is to find out what needs to be modified in the bottle prototype to improve the usability and value of the prototype. So the next step is to improve the prototype.
The problems found in the testing content (feasibility, usability, and value testing) are the areas where the stainless steel bottle needs to be improved.
Two points call your attention:
Some users will say: you need to add XXX and other five functions of this product, then I will consider to buy. So do we have to add all these five functions?
Any product improvement should be considered as a whole, and if only new functions are added, it may affect the overall performance and simplicity of the product.
2. Focus on improving the user experience
Products are for users to use, if the user experience is not good enough, then to add more powerful functions is useless.
In general, the product improvement is not simply to meet the requirements of some individual users, nor can it accept the results of user tests. The focus of product improvement is the function that can improve the feasibility, usability and value of product.
Have you got any project or campaign on custom or personalized insulated water bottles ? Do you wish to promote your brand recognition more effectively? All you need is to find a reliable supplier who can handle every aspect of your design no matter big or small order. This is exactly where JIURUI HOUSEWARES comes into existence with a motive and responsibility to succeed your marketing goals with best-in-class stainless steel insulated water bottles. To find more about us, do stop by at http://www.jiuruihousewares.com.